The pharmacy sector already tracks practically all transactions; digital integration is a challenge for retail chains
A recent survey shows that 30% of purchases made in supermarket chains in Brazil are still not identified by the consumer’s CPF. In the pharmaceutical sector, on the other hand, practically 100% of transactions are already tracked. The difference reveals that, even with the advancement of digital transformation after the pandemic, food retail still faces difficulties in fully integrating its systems and better understanding the behavior of its customers.
According to experts, this lack of integration prevents supermarkets from building a complete view of the consumer — an increasingly important factor in a market with low margins and strong competition from delivery apps, dark stores and convenience stores.
Thiago Santos, business director at technology company Backlgrs, explains that many networks still operate with poorly connected systems. “During the pandemic, we noticed that several companies had good physical stores, but limited digital structures. Today, with the multicloud strategy, it is possible to see each customer in a unique way and offer an integrated experience between physical store, application and e-commerce”, he states.
According to Santos, integration between channels brings operational gains and improves the consumer experience. “A real-time order management system (OMS) prevents stockouts and frustrations, such as when an essential online shopping item is unavailable. Furthermore, repurchase algorithms allow customers to be reminded of recurring products that are about to run out, which increases convenience and reduces lost sales”, he explains.
Digitization also reduces marketing costs. With the use of data, personalized campaigns replace mass actions, such as printed tabloids, allowing for higher returns and accurate measurement of results.
For Santos, investment in technology must be strategic. “Cheap short-term solutions tend to limit growth and generate rework. The adoption of cloud systems, on the other hand, guarantees consistency in the customer experience and contributes to the sustainable growth of networks”, he concludes.
